.png)
Meta, the parent company of Facebook and Instagram, is turning heads with its recent shift in content moderation policy. In a bid to prioritise free expression, the tech giant is reducing its oversight of what gets posted on its platforms. While this might sound like a win for free speech, it’s stirring up concerns for businesses who rely on these platforms for marketing.
While greater freedom of speech sounds positive, the implications for advertisers include increased risks of ads appearing next to controversial or harmful content. If your business relies on organic and paid Meta social media efforts (or you plan to)—this shift could directly impact your campaigns.
Here’s what’s happening, why it matters, and how Truene Creative is adapting to keep your advertising effective and your brand protected.
What's the deal?
Meta is scaling back content moderation, meaning there will be fewer restrictions on the types of content posted on its platforms. For advertisers, this means an increased likelihood of ads being placed alongside questionable or divisive content.
Why it matters for your business:
Imagine spending time and money creating a polished ad campaign designed to engage your audience, only for your ad to appear next to inappropriate or polarising content. This could leave potential customers with a negative impression of your business, even if the content has nothing to do with you.
Here’s why this shift is significant:
Brand Safety Risks: Your brand’s reputation is closely tied to the environment in which your ads appear. Being associated with harmful or unsuitable content can damage your credibility.
Customer Trust: Ads displayed in less controlled spaces may lead customers to question your professionalism and attention to detail.
Reduced Engagement: If users feel uncomfortable or unsafe on the platform, they’re less likely to spend time there—meaning fewer people seeing and engaging with your ads.
How we’re adapting to keep your ads effective:
At Truene, we understand how critical it is to adapt to changes like these. For clients running ads with us—or considering doing so—we’re taking proactive steps to ensure your campaigns continue to perform at their best, no matter what.
Here’s how we’re managing the shift:
Leveraging Ad Placement Tools: Meta offers tools to control where your ads appear. We’ll use these features to ensure your brand is displayed in safe, relevant environments.
Diversifying Marketing Channels: While social media is a powerful tool, it’s essential not to rely on it alone. We’ll help you explore additional channels like email marketing, Google ads, and direct website engagement to balance your strategy.
Real-Time Performance Monitoring: We continuously track organic content and ad performance and audience behaviour, making quick adjustments to optimise results and maintain your brand’s integrity.
Tailored Strategies for Future Campaigns: Whether you’re running existing campaigns or planning new ones, we’ll design a personalised approach to ensure your content aligns with your goals and navigate the evolving digital landscape.
Why this could be an opportunity:
While the policy changes might sound like a challenge, they also present an opportunity for businesses willing to adapt. With fewer restrictions, there’s room to experiment with more creative approaches and connect with audiences in new ways. We'll help you balance this innovation with careful management to protect your brand’s reputation.
Regulatory considerations:
It’s important to note that Meta’s changes will likely face scrutiny under existing laws in the UK and EU. Regulations like the Online Safety Bill and the Digital Services Act require platforms to remove harmful content, meaning further adjustments could be on the horizon. By staying informed and adaptable, we’ll ensure your campaigns remain compliant and effective.
Let us handle it:
Navigating changes like these can be complex and time-consuming, especially when you’re busy running a business. That’s where we come in. We handle the details so you don’t have to. From ensuring safe ad placements to exploring new marketing channels, we’ll make sure your campaigns deliver results without compromising your brand.
To find out more, please email hello@truenecreative.com.